In 1985, Apple created milestone by introducing laser printing which revolutionized Desk Top Publishing (DTP). With the launch of iPad in 2010, Apple was not just introducing a new device, but was marking a new era in publishing industry. In the same way, Apple transformed music with iTunes; the company is all set to rewrite the future of publishing with its series of iPads which has gathered a huge fanfare already.
The first iPad was launched in 2010 and Apple sold around 14.8 million devices worldwide, representing 75% of tablet PC sales at the end of 2010. The iPad 2 was launched in March last year and so far 15 million second generation iPad has been sold out, which is higher than all other tablet PCs in the market put together. In 2011, iPad accounted for 73% of the tablet computing market share in the United Sates. Around 15.4 million tablets were sold out between October and December of last year alone. With the more powerful new iPad released last week, these figures are expected to rise dramatically. While the new iPad will create significant impact across verticals, one sector that will benefit immensely would be the media and publishing space.
The new iPad comes with higher resolution screen display, sharper fonts and innovative advertising models. It is also compatible with existing iBooks as well as iBooks 2 app introduced earlier this year. With interactive features, rich multimedia functionalities and enhanced reach, we believe that the latest device from Apple could lead to the evolution of mobile as a main stream publishing channel.
A quick look at some of those promising features in the new iPad which could transform the publishing forever:
Better screen display: The new iPad features a higher resolution display powered by “retina” screen, which is similar to the one available on the iPhone 4S. It has 2084-by-1536-pixel resolution, or 3.1 million pixels, four times that of the iPad2, and higher than that of a 1080p TV at 1920×1080 and offers richer color saturation.
Though the screen size of the iPad is smaller than the magazine size, the new display offers enhanced page layouts. The latest device offers more typographical control powered by HTML 5 and could mean more creative freedom for illustrators and designers. Now the font and the pictures on iPad will appear as clear and sharp as you see it on a high resolution print magazine.
Faster processing: Powered by A5X processor quad-core graphics, the new iPad is super-fast, making editing photos or text, creating images, delivering videos incredibly speedy. For publishers, this could mean more innovative ways to inform, entertain and interact with their readers with rich and interactive text and video contents. The new iPad supports fastest cellular networks including 4G LTE networks in the US and Canada that works faster than the previous iPad designed for 3G network. It also works smoothly on GSM and 3G networks. For the users, this could mean that they can browse the web, stream or download content at a lightning speed.
Expanding reader base: Apple has ensured that the new iPad supports all existing iBooks and is compatible with iBooks 2 app. In a survey by IDC Connect, almost 75 percent of survey respondents revealed that “owning an iPad has reduced the frequency with which they purchase newspapers and books”. In 2011, iPad accounted for 73% of the tablet computing market share in the United Sates. This number we believe will explode with the more exciting and interactive features introduced in the new iPad and the drop in the prices of iPad 2. With lesser price and better functionalities, iPad is expected to invade the publishing space as the most preferred reading device. Apple Inc is expecting record per-orders for its latest iPad reaching up to 65.6 million this year in sales, said Canaccord Genuity analysts. This could convert into a huge opportunity for publishers as they will have access to a larger reader base who can be monetized with exciting digital experience.
Lucrative models for advertisers: With better screen and faster processing, it offers exciting opportunities and ad formats for advertisers and brands. It gives better engagement opportunities for advertisers while combining the best features of print, voice and TV. ads. The touch screen of tablets delivers personalized experience to the readers and increases the response rates compared to traditional channels such as print or television.
As tablet ads appear like a full size print ad, there is a higher recall value and people tend to view it more than the click ads. In a survey sponsored by Adobe last year, it was found that the purchase intent after viewing iPad ads was 59% higher than the print ad.
With the new faster iPad high resolution version of print ads and interactive video ads can be loaded quickly. It will not cause any disruption for the readers as it loads faster. The ads can be personalized and targeted to make it more relevant for the readers.
The launch of new iPad is going to make iPad accessible to more number of people as the earlier iPad 2 version will be available at just $399. This will open up a wider target group for the advertisers and publishers. We strongly feel that the iPad 4 will also pave the way for other players to come up with equally innovative features which will enhance competition in the tablet publishing space and will result in lower price and affordability. The new iPad is certain to set a new trend in tablet publishing and will drive more innovations which will transform tablet publishing for both publishers and readers. Looking at the trends, we strongly feel that the new iPad which delivers print like reading experience will surely mark a revolution in digital publishing.
Head of Media and Entertainment